2. WORKSHOP STRATEGIES
• Discuss what is social media
• Why do you need social media in recruiting
• Choose the sites that work best for your organization.
• Create a program that is customized to your organizational
goals and brand.
• Design a program to reach and educate your candidates
• Implement the programs and gain a greater understanding
of what is involved in site maintenance.
2
4. 4
Viral word of mouth marketing
Social media gives the business owner the chance to
harness the power of word of mouth to build their
business, grow their brand and extend their reach
WHAT IS SOCIAL MEDIA?
17. 17
FACEBOOK
More than 500 million active users
50% of our active users log on to Facebook in any given day
Average user has 130 friends
People spend over 700 billion minutes per month on Facebook
Activity on Facebook
There are over 900 million objects that people interact with (pages,
groups, events and community pages)
Average user is connected to 80 community pages, groups and events
Average user creates 90 pieces of content each month
More than 30 billion pieces of content (web links, news stories, blog posts,
notes, photo albums, etc.) shared each month.
Courtesy of Facebook
24. 24
105,779,710 registered users
* 600 million searches per day
* 300,000 new users per day
* 180 million unique visitors per month
* 37 percent of active users use Twitter on their phones
* 75 percent of traffic comes from outside Twitter.com
TWITTER
Courtesy of twitter
29. 29
Latest LinkedIn Facts
LinkedIn has over 80 million members in over 200 countries.
A new member joins LinkedIn approximately every second, and about half of our
members are outside the U.S.
Executives from all Fortune 500 companies are LinkedIn members.
LINKEDIN
Courtesy of LinkedIn
33. 33
Traffic and Stats
People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of
videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.
Demographics
Our user base is broad in age range, 18-55, evenly divided between males and females, and
spanning all geographies. Fifty-one percent of our users go to YouTube weekly or more often,
and 52 percent of 18-34 year-olds share videos often with friends and colleagues. With such a
large and diverse user base, YouTube offers something for everyone.
YOUTUBE
Courtesy of YouTube
50. 50
The duration of time spent either in conversation or interacting
with social objects, and in turn, what transpired that’s worthy of
measurement.
RETURN ON ENGAGEMENT
51. 51
The metric tied to measuring and valuing the time spent
participating in social media through conversations or the
creation of social objects.
RETURN ON PARTICIPATION
52. 52
Similar to participation, marketers explored touch points
for documenting states of interaction and tied metrics and
potential return of each.
RETURN ON INVOLVEMENT
53. 53
In the attention economy, we assess the means to seize attention,
hold it and measure the response.
RETURN ON ATTENTION
54. 54
A variant on measuring customer loyalty and the likelihood for
referrals, a trust barometer establishes the state of trust earned in
social media engagement and the prospect of generating
advocacy and how it impacts future business
RETURN ON TRUST
57. CASE STUDIES
57
Ernst and Young
Goal: lower barrier to entry for candidates.
Campaign: Branded Facebook page where candidates can publicly ask
questions. The mulit-media aspect
Makes it appealing for younger candidates.
They also recognize the over 55 demographic is fasting rising on Facebook.
58. • Created Blue Shirt Nation.
• 25,000 of company’s 160,000 employees were members of Blue Shirt Nation.
• Turnover among those members was 8-12%, much lower than the 50% turnover
among Best Buy’s ‘most youthful’ employees.
• No dollar figure has been quoted, but it’s obvious that the site’s members are
more likely to stay with the company, and this again, saves on recruiting costs.
58
CASE STUDIES
Best Buy
60. IMMEDIATE FEEDBACK
Other forms of advertising can’t offer as many ways to track.
Ex. Billboards offer traffic counts but no way to see if someone found
you from this site.
Print, radio and television can give demographics and
readers/listeners/viewers but no immediate way to tell you if traffic was
driven to you through these mediums.
61. WHIMPORTANTU
Reporting can be limited on some sites. Need to determine what you consider
successful and then structure your social sites to give you your results.
62. EXAMPLES
Are you looking for the most member or followers?
Are you looking for specific candidates?
Has this reduced turnover?
Has it helped with cost per hire?
Each organization will have different criteria based on what they are
trying to accomplish. Consider carefully what works for you.
64. 64
USE YOUR WEBSITE
All websites have analytics.
Make friends with your webmaster
Review reports to see traffic coming to
your site from your social sites.
65. 65
REPORTING WHEN THERE ARE NO REPORTS
BLOGS
Track visitors and how they respond to the content of the blog.
TWITTER/FACEBOOK
Keep a tally of questions answered and positive exchanges on the sites. Do the percentages
change over time?
When you code jobs so you can see how many people responded. You can also use landing
pages to track traffic and where it came from for more information on behaviors and conversions.
Talk to your webmaster for reports on how much traffic your websites are receiving from social
media.
69. EMPLOYEE ACCESS TO ONLINE TOOLS
Issue: Many companies block their employees from using sites like
YouTube, Facebook, and Wikipedia.
70. EMPLOYEE ACCESS TO ONLINE TOOLS
1.Security: IT security specialists raise concerns that these high traffic sites pose
a greater risk for malware and spyware. However, businesses can implement
security measures to mitigate these risks, just as they do for other high traffic
sites such as Google and Yahoo.
71. EMPLOYEE ACCESS TO ONLINE TOOLS
2. Employees will waste time: this is the same argument that has been used to
say employees shouldn’t have access to phones, email, etc. It’s not unique to
Web 2.0. It should be addressed by managers as a management issue, not a
technology problem.
72. EMPLOYEE ACCESS TO ONLINE TOOLS
3. Bandwidth: this is a legitimate concern for sites such as YouTube that
consume considerable bandwidth.
However, you budget for this, as they do for other infrastructure needs. If
opening all computers to all sites is an issue, than at least provide access to staff
that need to understand and use these tools to communicate with the public.
73. 73
NEXT STEPS
Review Goals, Objectives & Budget
Educate yourself on the sites you feel would work
best.
Develop Tactics
Initiate plan
Review, evaluate modify
Present plan to management
74. 74
FUTURE OF SOCIAL OPTIONS
Mobile Messaging
Retargeting
Social Media Monitoring
75. Alex Smith
Account Representative Philly.com
215-622-6670
asmith@philly.com
Sandy Miller
Director of New Business Development
215-794-3285
smiller@successcomgroup.com
Mike Gatta
Vice President Success Communications
1-856-795-7391
mgatta@successcomgroup.com
75
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